Reestablish the relationship between superior firm performance and societal progress
Enable firms to gain and sustain a competitive advantage
Reshape capitalism and its relationship to society
Externalities
Pollution, wasted energy, and costly accidents increase
Internal costs in lost reputation if not directly on the bottom line
Porter suggests that the two can be reconciled to create a larger pie.
Example: GE ecoimagination initiative
Generated $25B in sales in 2012